Major changes in the west

Audi Centre Perth is set to write a new chapter in its successful history with the announcement that Bronte Howson has joined the business as majority shareholder. It’s the first time in 14 years that Audi Centre Perth – the only Audi dealer in Western Australia – has had a major change of shareholding, and the announcement heralds an exciting new era for the business.

Joining existing shareholders Peter James, David Collins and Alf Barbagallo, Howson’s investment and wealth of experience in the industry will serve to strengthen and help grow what is already a tremendously successful business.

The name Bronte Howson is well known in automotive circles. For 28 years he was inexorably linked with the Automotive Holdings Group (AHG), the last 17 years as managing director.

During that time, he presided over the unprecedented growth of AHG, taking the firm public in 2005 and ultimately guiding it into the ASX 200. Despite this and many other milestones which Mr Howson says were tremendously rewarding, after 17 years in the top job, in 2016 he took the decision to step down.

That departure from AHG included a non-compete period, which allowed Howson the ‘wonderful opportunity to take a breath’ and to take stock. 

“A lot of people don’t get the chance to do that, to step back and really have a good look and review yourself,” he says of his 18 month hiatus. “I asked myself what was I doing that was good, can I continue to do it? What was I doing that was not so good and can I improve or change that?”

With such a long and distinguished career in automotive, it seemed that he was always destined to return to the automotive world at some point, and so it was with his new involvement with AC Perth.

 “It [the auto industry] is something I love and I have a huge passion for,” says Howson. “When the opportunity came up to discuss Audi in Perth it was exciting.”

“I don’t think I would have gone back into the industry if it had been a run of the mill style dealership,” he says of the AC Perth opportunity.

“I think I would have gone into some other sector within the industry,” he says.

Howson’s first real exposure to the Audi brand came in 2016 before his departure from AHG, when the company acquired Audi Centre Newcastle.

“That was quite exciting,” he says of the time. “I got to meet the people from Audi and got to know the product range.” 

That exposure obviously sowed the seed, so that when the opportunity to discuss AC Perth came along, Howson was well versed in the products and culture of the Audi brand.

“There are not a lot of Audi opportunities that come up,” he says of the chance to become involved with the brand in Perth, “and when one comes up and it fits, you’ve got to go for it.” 

Audi’s Director of Business Development, Thierry Juilland, says the company was likewise very pleased to add an investor of Bronte Howson’s calibre to its dealer network. 

“Bronte’s investment now means that growth will continue with renewed vigour at a time when the brand is developing strong customer service initiatives and a host of extraordinary new products for customers,” Mr Juilland said.

As far as the Audi business in Perth is concerned, while Howson says he is excited for the future, it is not a case of coming in and attempting to make wholesale changes – although at the time of our interview, he was looking at how to add 100 new parking spots to the existing Osborne Park site for customers.

“I think they [AC Perth] have been a very successful business over a long time. I am very customer focused and I’m very much into development of staff and having our staff as the best in the industry.”

“Obviously we want to look after our customers as well as attract new ones and ensure that they want to remain Audi customers, now and into the future.”

Howson brings a wealth of experience from his many years with AHG which he says will allow him to help improve in various areas over time. His previous experience has also allowed him to see how other brands operate and see what works well and what doesn’t – ‘the good, the bad and the ugly’ as he calls it.

As far as the Western Australian market and the future are concerned, Howson views them with a practiced eye.

“The WA market has been pretty tough, but tough’s not always that bad because it can also create good disciplines in tough times,” he says.

“I think the market itself in the prestige vehicle sector has certainly expanded, with the introduction of a lot models through the range, like the A1s. That’s opening up the prestige market to more people with the greater choice, and that’s bringing a lot more people to the dealership.

“When you look at Audi and what’s coming with new vehicles like the Audi A8 and Q8, I think we’re in a very good space.”